Destination Strategic Plan : Official Travel Source

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Destination Strategic Plan

After a decade of growth and prior to a global pandemic, Louisville Tourism embarked on an exciting journey with its stakeholders to develop a complete Destination Strategic Plan (DSP). The mission was to guide future tourism industry growth and development in Louisville as an entire destination.

To facilitate this important work, Louisville Tourism engaged JLL’s Global Tourism and Destinations practice to lead the process. The plan was also overseen by a local leadership committee and included several opportunities for stakeholder input to further inform and guide the outcomes. The entire process took just over a year with several pivots due to the pandemic and social issues facing the country. The final product includes additional references to a post Covid environment and how Diversity and Inclusion efforts can be employed in every priority area.

One of the outcomes of the DSP outlines how previous Destination Marketing Organizations like Louisville Tourism have evolved into true Destination Management Organizations due to the scope of their work and the effects on local economies. It is with great pleasure that Louisville Tourism presents Louisville’s Destination Strategic Plan for 2020 and beyond.

In This Section

Leadership Committee

Louisville’s leaders for the Destination Strategic Plan

About JLL

Louisville’s Destination Strategic Planning Experts